Interactive ad: Galerie Perrotin: Feed Instagram

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Top 6: May 2nd 2018

Instagram isthe social media meeting point for theart world: it’s where the public, galleries, museums and artists showcase their videos and pictures. All whilerendering art more accessible and shareable, it has its limitations, offeringmasterpieces squeezed into tiny 1080px by 1080px. #BACKTOART isa controversial call to action from Perrotin –an Instagram strategy created by BETC, to encourage people to put their phonesdown and go and watch art live. Resisting thetemptation to immediately reveal the artwork entirely, each photo instead showsthe public facing the art - the pieces are partly hidden behind a person admiring them. While Instagram posts usually reveal the entirety of theartworks and exhibitions, Perrotin uncovers them progressively, as a way tomake people want to see what’s behind the person. The back views of peoplefacing the artworks plays with the conventional codes of social media andplaces the art at the center of interest. The art becomes the object of desire.